Modeling destination brand equity in an emerging long haul market

Pike, Steven D. & Bianchi, Constanza (2011) Modeling destination brand equity in an emerging long haul market. In Proceedings of the Travel & Tourism Research Association European Chapter Conference, TTRA EUROPE, Archamps, France.

Abstract

The destination branding literature emerged as recently as 1998, and there remains a dearth of empirical data that tests the effectiveness of brand campaigns over time. This paper reports the results of an investigation into consumer-based brand equity for Australia as a long haul destination in an emerging South American market. In spite of the high level of academic interest in the measurement of perceptions of destinations since the 1970s, few previous studies have examined perceptions held by South American consumers. Findings suggest that destination brand awareness, brand image, and brand value are positively related to brand loyalty for a long-haul destination. The results also indicate that Australia is a more compelling destination brand for previous visitors compared to non-visitors.

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ID Code: 58037
Item Type: Conference Paper
Refereed: Yes
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2011 [please consult the author]
Deposited On: 11 Mar 2013 23:09
Last Modified: 19 Jul 2013 02:42

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